Overall Sales And Marketing Activities In Comilla Terrotory

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Department of Accounting and Information Systems, Comilla University.

OVERALL SALES AND MARKETING ACTIVITIES OF COMILLA TERRITORY

1.1 Introduction

The consumer goods (CGD) sector emerged in late 1700s and from then it is the most emerging

sectors of our country. Lower production cost is our main competitive advantage. The industry

is growing and it is the most emerging industry in our county. Cheap labor, withdrawal its main

strength and increasing worldwide demand is its opportunity.

The activities of consumer goods are a sequential process. Their activities starts from

manufacturer and ended up by consumer. This industry plays an important role in the

development of Marketing Sector, Transport Business, and Export Earnings. Unskilled

Employee, lack of interest of career development and dictatorship of employer are the HR

related problem and poor product quality of supplier are the marketing related problem in this

industry.

Abul Khair & Co. begins its consumer goods business with emerged in this most prospectus

industry with the name of AKCGD. Its goal is to provide its clients with a high quality product

that meets their quality expectation. The key functional departments are merchandising,

Production and Distribution. It has its own manufacturing factory with skilled human power

which are its key strength. Employee instability is its main weakness and increasing competition

is its main threats.

At last, to ensure a rich fulfillment, this industry needs strong channel, which works as a bridge

between consumers and manufactures of organization a win- win relationship.

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1.2 Origin of the study

Theoretical and practical knowledge both are important phases of learning. Perfect combination

of both practical and theoretical methods is necessary for holistic learning. Theoretical knowledge

has its own importance in the learning. It is the base of doing anything practically. Practical

knowledge assists us to attain the exact techniques that become the tools of our job. Learning

during internship is the best way of acquiring knowledge by using both practical and theoretical

aspects of a thing or situation.

Since the practical orientation is an integral part of this profession, I was deputed by the Human

Resource Division of AKCGD to Comilla territory to get the real life exposure and get use to the

organization as well as my duties and responsibilities. After completion of the internship program

report submission is essential. I have assigned a topic “Overall Sales and Marketing Activities of

Comilla Territory” with ample guidance from honorable supervisor, HRD and Comilla territory

management.

1.3 Rationale of the study

Business in Bangladesh has to keep pace with the global change. The economy of the country has

a lot left to be desired and there are lots of scopes for massive improvement. In an economy like

this, business sector can play a vital role to improve the overall social-economic condition of the

country. Now, company must compete in the market place both with local institution as well as

foreign ones. The management of the company is responsible for taking decisions and formulating

plans and policies for the future. They, therefore, always need to evaluate its sales and marketing

activities, performance and effectiveness of their action to realize the company’s goal in the past.

For the purpose of analyzing overall sales and marketing activities it is very important to have an

effective and sound management system in place which will help the company to mitigate its risk

factors and carry out successful financial transaction with customers.

Thus, sales and marketing activities helps to highlight the facts and relationships concerning

managerial performance, corporate efficiency, financial strength and weakness etc. With these

issues in mind, the topic “Overall sales and marketing activities” has been undertaken as my topic

for internship report.

1.4 Objective of the study

Broad Objective:

The ultimate objective of the study is to gain real life exposure in any kind of corporate sector

and get a clear idea about sales, Marketing strategy and promoting brand.

Specific Objectives:

1. Various consumer perceptions about Consumer goods.

2. Different positioning strategy of AKCGD.

3. Market monitoring of AKCGD program.

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4. Informative promotional activity to inform consumer about the product.

5. About the Communication of different media.

6. To understand the selling activity and working climate.

7. To experience the problem solving strategy.

1.5 Methodology of the study

Introduction:

This report is the reflection of three months internship program in Comilla territory. Corporate

sector is a fast going sector in Bangladesh. All Companies are facing tremendous competition

from each other. So, the officers remain very busy to provide a better customer service. As a

trainee, I had to collect data and information from that busy environment. Information collected

to furnish this report is both from primary and secondary sources.

Research type:

This is a “Descriptive Research”, which briefly reveals the overall activities of AKCGD. This

report has been prepared based on the information extracted from different sources collected by

using a specific methodology.

Method of Data Collection:

To make this report presentable and effective, the necessary information has been collected from

two sources:

The primary sources are:

1. Face to face conversation with AKCGD officials.

2. Consulting with the reporting boss.

3. Practical work experience on different assignment.

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The secondary sources are:

1. Daily, Weekly and Monthly document maintained by TSO.

2. Monthly financial statement.

3. Through different web address.

4. Others published materials.

Data Analysis & Reporting:

Market value analysis has done to find the brand wise market share of AKCGD. Some necessary

number of table, chart, and graph are also used to present the report.

1.6 Scope of the study

There is a certain boundary to cover this report. To achieve the objective of the report, i.e. to get

an overall idea about the consumer goods division of Abul khair group, it is not possible to cover

each and every activity performed in the organization. The report has covered only the data which

are published in papers. Moreover the company itself have got some confidential information

which is not possible to disclose publicly.

1.7 Limitation of the study

To make a report various aspects and experiences are needed. But I have faced some barriers for

making a complete and perfect report. These barriers or limitations, which hinder my work, are as

follows:

Confidentiality: The company policy of not disclosing some data and information for obvious

reasons, which would have been very much useful for the report.

Extreme workload: One of the major limitations is the extreme workload. Since the

officials had no enough time to respond toward my query but they had tried their best to help me

to provide information.

Lack of time: Time constraint was one of the major drawbacks in the report. The duration of the

Report was only 1 month which was very short. So, I could not go in depth analysis.

Other limitation: There was non-availability of some preceding and latest data. As I am a

newcomer, there is a lack of previous experience in this concern. And many practical matters have

been written from my own observation that may vary from person to person.

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2.1 About Abul Khair Group

Abul Khair Group is one of the Bangladeshi industrial conglomerates. Abul Khair Group was

established in 1953 by Abul Khair. Industries under this conglomerate include cement, steel,

consumer goods, tobacco, edible oil etc. Their first business was in the tobacco sector when they

produced and marketed Abul Biri. After a few years, they started expanding their business range

to other business sectors. The most important company of Abul Khair Group is Abul Khair

Condensed Milk and Beverage Industries Limited. They manufacture, pack and sell powder milk,

condensed milk, juice. Flavored milk, tea, snacks and drinks.

It is now one of the most successful companies in terms of professionalism and management

excellence. The main business objectives are to prove guaranteed quality, fair and competitive

price and optimum services leading to total consumer satisfaction. The product lines of Abul Khair

Group include Fast Moving Consumer Goods (FMCG), Industrial Products and Trading.

The company has its prime manufacturing ventures in steel products, food and beverage,

condensed milk, full cream milk powder, cement, tobacco, soya bean oil, coconut oil, butter

oil,tea etc. Over 10,000 personnel are working for this renowned companydirectly.Among the

several units of Abul Khair Group, milk and beverage is one of the most vital divisions of the

group. This division produces and packs condensed milk, powder milk, and several types of juice,

flavored milk, drinks, snacks and supreme quality tea. All of these products ensure supreme

quality, availability and customer satisfaction. All the products are produced under better hygienic

conditions by using sophisticated technology. Total Quality Management (TQM) is practiced in

this division (milk and beverage) and that's why the company was awarded with the

certificate of ISO and HACCP. Premium quality raw materials are used to produce all the

products. These products are distributed under a strong distribution system. For this reason, the

company has a large number of satisfied and loyal customers with strong brand image.

2.2 Nature of business

1. Trading

- Importation of agro-based commodities

2. Manufacturing

- Domestic product

- Export product

3. Shipping

4. Sales & Distribution (Marketing)

- Own production

- Imported products

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2.3 Sister concerns of AKG

1. AK Corporation Ltd.

2. Abul Khair Condensed Milk & Beverage Ltd.

3. Abul Khair Steel (Cow Brand).

4. Abul Khair Tobacco

5. Shah Cement Industries Ltd.

6. Pahartoli Bricks Works

7. Abul Khair Factory Ltd.

8. Abul Khair Shipping Lines Ltd.

9. Abul Khair Consumer Products Ltd.-1

10. Abul Khair Consumer Products Lt

2.4 Products of the group

C.R Coil Starship coconut oil 42 No. Abul bidi

C.G.I Sheet Starship mustard oil Marise special blend

G.P Sheet MARKS-Full cream milk

powder

Sun moon filter kings

Ridging AMA- Full cream milk

powder

Marise white

Shah cement Seylon Tea Rally

Star ship condensed milk Shaad mango drink

Star ship Full Cream Milk

Powder

Shaad orange drink

Star ship fruit juice Shaad lichi drink

Star ship orange juice Shaad pineapple drink

Starship mango juice Shaad kurmure chanachur

Starship mango milk Shaad dal bhaja

Starship chocolate milk Shaad motor bhaja

Starship soya bean oil

2.5 Company Location

The company of Abul Khair Group is located at-245/279, Bayezid Bostami Road, Nasirabad I/A,

Chittagong, Bangladesh and the Head Office of Abul Khair Company is located at D.T. Road,

Pahartali, Chittagong, Bangladesh.

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2.6 Vision

“To attain quantitative and qualitative leadership in all the sectors we operate.”

2.7 Mission

“Consolidate our position in the areas where we lead and continue to invest in people, processes

and technology to enhance our organizational capability to ensure long-term and substantial

growth. Embracing change at every level to achieve highest level of professionalism remains as

the key focus for all.”

2.8 Goal

The company’s goal is to achieve market leadership in their existing markets.

2.9 Motto

“Journey towards excellence”

2.10 Key to Success

1. Produce and sell high quality product.

2. Achieving customer satisfaction and loyally.

3. Build Brand image and brand equity through providing quality products.

4. High quality at moderate price.

5. Devoted workforce.

6. Marketing skills.

7. Marketing intelligence.

8. Continuous innovation.

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2.11 Product of AKCGD (SKU wise)

Product SKU Pcs per

ctn/bag

Trade

price per

P/C

Condensed Milk

397gm 48 2640

MARKS

1kg Tin 12 10032

500gm Tin 24 8424

400gm

(A/S)

24 7032

2kg 6 5760

1kg 12 6000

1kg box 12 5760

500gm 24 6240

400gm 24 4896

250gm 24 3150

200gm 30 3135

100gm 60 3300

75gm 60 2355

25gm 120 1800

Starship FCMP

500gm 24 5400

400gm 24 4320

AMA FCMP

2kg 6 5340

1kg 12 5400

500gm 24 5520

Seylon Tea

1kg 20 289

500gm 40 291

BOP-500gm 40 272

400gm 40 340

250gm 50 296

200gm 50 345

100gm 100 360

50gm 200 370

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10gm 500 450

Tea Bag 40 650

Starship Juice

MJ 250ml 48 696

MJ 200ml 48 624

MJ 125ml 80 760

CM 200ml 48 720

LD 170ml 72 612

Shaad Snacks

C-350gm

40

1800

FIC 350gm

40

1820

FIC 150gm 50 1100

FIC 50gm 100 850

FIC 25gm 200 1000

Dal-30gm 288 2016

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CANDY

Mango-Jar-

200

12 1680

Mango-Pou-

50

48 1632

Milk-Jar-

200 pcs

12 1680

Litchi-Jar-

200 pcs

12 1680

Caramel-

Jar-200

12 1680

Tatul-Jar-

200-pcs

12 1680

2.12 Brand Introduction Chronology

1993: STARSHIP (Condensed Milk)

1996: STARSHIP (Full Cream Milk Powder)

1997: MARKS

2002: STARSHIP (Juice)

2004: SEYLON

2004: SHAAD

2012: KIDS (Candy)

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2.13 ORGAN GRAM OF AKCGD

Managing Director

Deputy Managing Director

Assistant General Manager

National Sales Manager

Divisional Marketing Officer

Rigional Sales Officer

Territory Sales officer

Sales In-charge

Sales Representative

Cycle Man

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3.1 Literature review

In this Chapter, relevant literature and earlier research is presented. First, I will discuss the

interrelated concepts of marketing, sales and marketing-sales relationship to form a basis for

understanding the topic of this study. Second, I will discuss marketing-sales relationship in general

and what elements are usually seen as part of this relationship and what kind of discussion it has

intrigued in literature. This section is important as it presents the multitude of this matter. Third, I

will present the effect marketing-sales relationship has on business performance and this way show

the importance of this relationship for companies. Fourth, a conceptual framework is drawn based

on the literature.

3.1.1 Overview to marketing-sales and its relationship

This subchapter is divided into two parts. The first one describes the development of the most

Relevant concepts, namely marketing, sales and marketing-sales relationship. The second part

Discusses the marketing-sales relationship and presents an extensive conceptualization of that

Relationship so that the view of this relationship would be as wide as possible.

3.1.2 Development of concepts marketing & Sales and its function

In this part, I will present the development of concepts marketing and sales, respectively, in order

to build up background for understanding of the marketing-sales relationship. The ways in which

the concepts of marketing and sales have evolved has a remarkable influence on the way

marketing-sales relationship is viewed and how it is organized in today’s business environment.

In the end, I will also discuss the concept of marketing-sales relationship. It should be noted that

this concepts are not separate from each other, but interrelated instead.

Marketing:

There is a continuous debate whether marketing should be seen as a separate organizational

function or a process including various kinds of activities. Others have seen Marketing as a

separate entity, while others see marketing being an eclectic set of activities, which is studied and

conducted by people with a varying set of skills and knowledge bases. (Ringold & Weitz 2007,

251) accordingly, there are various different definitions on what marketing is. The definition

introduced by the American Marketing Association (AMA) is most commonly considered as a

standard reflecting academic research and education and also marketing practice inside North

America and beyond. (Grönroos 2006, 398) The marketing definition by AMA has developed over

the years. In the following, I will shortly discuss the development of marketing and along with

that, the development of AMA’s marketing definition. This development is important as it still

today affects how marketing is understood and interpreted in both business environment and

academic world.

In 1935 marketing was defined by AMA as “the performance of business activities that direct the

flow of goods and services from producers to consumers” (AMA 2008, 2). This clearly reflects the

traditional view in which marketing focuses mainly on exchange and moving things from one

place to another, but with slight emphasis on institutional and functional side (Bagozzi 1975, 32;

Webster 1992, 2). Marketing has inherited this focus on exchange from economics, where

dominant logic was based on the exchange of goods that normally were manufactured output. The

focus was on tangible resources, embedded value and transactions. (Vargo & Lusch 2004, 1).

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In 1960 a widely accepted classification of the marketing mix was made, consisting of price,

product, place and promotion. Promotion included advertising, personal selling, publicity and sale

promotion. It is one of the basic ideas of marketing. Later there have also been extensions of the

traditional 4 P’s model. (Waterschoot & Den Bulte 1992, 83-84; Webster 2005, 4) When marketing

is seen as the 4 P model, it means that marketing is seen as purely operational. Because of the wide

acceptance of 4 P model, it still affects how marketing can be seen only as operational, especially

in real business environment. Thus, tactical view of marketing is rooted in this concept and even

though marketing practice has evolved since 1950’s, this concept is still relevant in both practice

and research. (Webster 2005, 4).

In 2004, AMA’s marketing definition was changed into: “Marketing is an organizational function

and a set of processes for creating, communicating, and delivering value to customers and for

managing customer relationships in ways that benefit the organization and its stakeholders”

(AMA 2008, 2).

Due to the emergent debate after the 2004 definition, the AMA decided to rearrange the process

of Defining marketing (Ringold & Weitz 2007, 254). The newest definition of AMA in marketing

is: “Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and society

at large”. Marketing is not seen as a separate function anymore, but as an educational process.

(AMA 2008, 1) As it can be seen, AMA is gradually taking a broader perspective on marketing as

Marketing changes along with the environmental changes and clear development is taking place

in marketing theory.

Sales:

Sales research is a core discipline in the academic marketing field (Geiger & Guenzi 2009,874).

Respectively, it is seen that research in selling and sales management should results in vital

Contributions to marketing thought and practise (Jones et al. 2005, 106). Kotler (1969, 15) sees

that people see marketing as including selling, influencing and persuading. Also, sales researchers

seem to most often publish their findings in marketing journals as they have only few journals that

are focused principally on sales and also that way, sales is seen as a subfield in marketing (Plouffe

et al. 2008, 79-84).

Levitt has claimed (1960, 50) that sales unit and activities have been emphasized more than

marketing in companies as marketing is a more complex phenomena. He stresses that there is a

clear difference between sales and marketing. Levitt’s (1960) definition of sales has even been

seen as classical (Cespedes 1995, xix). He says that “selling is preoccupied with seller’s need to

convert his product into cash.” On the other hand, he sees marketing as “satisfying the needs of

the customer by means of the product and the whole cluster of things associated with creating,

delivering and finally consuming it.” (Levitt 1960, 50) However, Cespedes (1995, xix) sees that

because sales’ importance of generating cash flows is undeniable, it still defines the substance and

outlines most of companies marketing

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3.1.3 Conceptualization of marketing-sales relationship

The marketing-sales relationship is of importance as successful outcomes of this relationship can

be highly beneficial for the company in question. Successful relationship is seen to lead to long

term orientation in regard to strategy, joint team decisions both across hierarchical levels and

functional teams and successful communication so that both teams are informed about relevant

issues. It has been also suggested that marketing and sales need to work closely so that they can

jointly form a prevent mechanism for customers initiating influence tactics against the supplier

when seeking for example lower prices. (Borders 2006, 362) Marketing-sales relationship also has

an effect on business performance, which can be either positive, neutral or negative (e.g. Krohmer

et al. 2002, 461; Kahn 1996, 141; Le Meunier-FitzHugh & Piercy 2007a, 214). Also customer

focus in its deepest form can be achieved through deep integration which involves also marketing

and sales. Then, the focus is in bringing the understanding of customers’ needs to all day-to-day

operations. (Gulati & Oldroyd 2005, 99-100) Thus, marketing-sales relationship clearly can have

many positive effects in the company, but of course, this depends on the dimensions of this

relationship and on context as well.

The marketing-sales relationship is often described as problematic and far from harmonious

(Rouzies et al. 2005, 114; Montgomery & Webster 1997, 16). There is a lack of cohesion, which

leads to conflicts. There is not enough trust between the people of the two functions, the

coordination of joint activities does not work, and negative stereotypes of each other are common.

(Carpenter 1992, 29; Cespedes 1996, 29-30; Kotler et al. 2006, 3) Based on this it is not surprising

that managers are not always satisfied with the results they have achieved in this area (Beverland

et al. 2006, 386). This state of the relationship described above is most likely not beneficial for

any company. This is why it is important to understand what the marketing-sales relationship is

like and how it is constructed.

As it can be reasoned from the above paragraph, the marketing-sales relationship is a complex

phenomenon. Unfortunately, in prevailing literature, it is often seen from only one perspective. So

far, the most extensive conceptualization is done by Homburg, Jensen and Krohmer (2008,137-

138). They have identified five conceptual domains of the marketing-sales relationship based on

earlier research: information sharing, structural linkages, power, orientations consisting of time

and goal orientation and knowledge. Each of these domains contains one or few conceptual

dimensions. Basically they have tied together similar constructs and they stress that there does not

exists a hierarchical structure between these domains so that one would act as a prerequisite for

another.

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3.2 Marketing definition 1. The act or process of buying and selling in a market.

2. The commercial functions involved in transferring goods from producer to

consumer.

3.3 Selling definition

Selling is trying to make sales by persuading someone to buy one's product or service. From a

management viewpoint it is thought of as a part of marketing, although the skills required are

different. Sales often form a separate grouping in a corporate structure, employing separate

specialist operatives known as Sales Representatives (singular: Sales Representative). Selling

is considered by many to be a sort of persuading art. Contrary to popular belief the methodological

approach of selling refers to a systematic process of repetitive and measurable milestones, by

which a Sales Representative relates his or her offering of a product or service in return

enabling the buyer to achieve their goal in an economic way. This report will be dealing with

the selling and distribution policy and strategies o f A KC GD .

3.4 Marketing Mix

Marketing Mix - A mixture of several ideas and plans followed by a marketing representative to

promote a particular product or brand is called marketing mix. Several concepts and ideas

combined together to formulate final strategies helpful in making a brand popular amongst the

masses form marketing mix.

Product Price

Promotion Place

Marketing Mix

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Product:

Goods manufactured by organizations for the end-users are called products.

Products can be of two types - Tangible Product and Intangible Product (Services)

An individual can see, touch and feel tangible products as compared to intangible products.

A product in a market place is something which a seller sells to the buyers in exchange of money.

Price:

The money which a buyer pays for a product is called as price of the product. The price of a product

is indirectly proportional to its availability in the market. Lesser its availability, more would be its

price and vice a versa.

Retail stores which stock unique products (not available at any other store) quote a higher price

from the buyers.

Place:

Place refers to the location where the products are available and can be sold or purchased. Buyers

can purchase products either from physical markets or from virtual markets. In a physical market,

buyers and sellers can physically meet and interact with each other whereas in a virtual market

buyers and sellers meet through internet.

Promotion:

Promotion refers to the various strategies and ideas implemented by the marketers to make the end

- users aware of their brand. Promotion includes various techniques employed to promote and

make a brand popular amongst the masses.

Promotion can be through any of the following ways:

1. Advertising

Print media, Television, radio are effective ways to entice customers and make them aware

of the brand’s existence.

Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic

areas, crossings, railway stations, bus stands attract the passing individuals towards a

particular brand.

Taglines also increase the recall value of the brand amongst the customers.

2. Word of mouth

One satisfied customer brings ten more customers along with him whereas one dis-satisfied

customer takes away ten more customers. That’s the importance of word of mouth. Positive

word of mouth goes a long way in promoting brands amongst the customers.

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Lately three more P’s have been added to the marketing mix. They are as follows:

1. People - The individuals involved in the sale and purchase of products or services come

under people.

2. Process - Process includes the various mechanisms and procedures which help the

product to finally reach its target market

3. Physical Evidence - With the help of physical evidence, a marketer tries to

communicate the USP’s and benefits of a product to the end users.

Four C’s of Marketing Mix

Now a days, organizations treat their customers like kings. In the current scenario, the four C’s has

thus replaced the four P’s of marketing making it a more customer oriented model. Koichi Shimizu

in the year 1973 proposed a four C’s classification.

1. Commodity - (Replaces Products).

2. Cost - (Replaces Price) involves manufacturing cost, buying cost and selling cost

3. Channel - The various channels which help the product reach the target market.

4. Communication - (Replaces Promotion).

3.5 Marketing process

During the past century most Companies were small and knew their customers first hand.

Managers picked up marketing information by being around people,

observing them and asking questions. During this century, however, manyfactors have increase

of the need for more and better information. As sellers use more complex marketing approaches

and face more competition, they need information of the effectiveness of their marketing tools.

Manager’s need more up-to-date information to make timely decision. In carrying out marketing

analysis, strategies, planning, implementation and control marketing managers need information

at almost every turn. They need information about customers, competitors and other forces in the

market place. One marketing executive put it in this way- “To manage a business well is

to manage future and to mange the future is to manage information.” Increasingly marketers are

viewing information just as input for making better decision. But also as an important strategic

asset and marketing tools. During the project, a conclusive method of the marketing and selling

approach was followed to find out the selling concept and reality. While working on the project,

it was realized that the selling work is very hard to establish any marketing strategies before

making decision.

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3.6 Marketing concept: There are different types of marketing concepts.

The production concept:

Production Concept is a concept where goods are produced without taking into consideration the

choices or tastes of your customers. It is one of the earliest marketing concepts where goods were

just produced on the belief that they will be sold because consumers need them.

Management Obligation

Management should concentrate on achieving production efficiency, low cost and mass

distribution.

Assumption

Consumers like cheaper product. In that case, it is possible because huge production allows

cost minimization as well as price minimization up to acertain level. Consumers like to get

product at their hand, at convenient places. In that case organizations take massive distribution

effort.

Limitation

It is very tough to satisfy customer by using this concept because product quality and feature will

not be good. AKCGD is strictly adopting this type of marketing concept. That is why the price of

the most of the brands of AKCGD is low. The segmentation of the AKCGD is also middle and

lower segment too. For the lower segmented customer it must keep in mind that the price should

be low. That is why production concept must be followed by the AKCGD.

Production concept

Marketing concept

Product concept

Societal marketing concept

Selling concept

Customer concept

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The product concept:

The Product Concept in marketing refers to the ideology that a product would be the most

successful in the market if the main focus is put on the product quality and specifications itself. It

Goes against the marketing concept that puts focus on consumer insight more than on anything

else. The product concept simply believes that the product would sell itself, and it is especially

applicable to technological breakthroughs.


Management should concentrate on making superior products and improving them over time.

Assumption

It assumes that buyers admire well-made products and can evaluate quality and performance.

Limitation

Who will define and what would be the definition of quality are the main problems of that

concept. If AKCGD wants to follow this type of marketing concept, then the price of the product

price will increase and the segment customer may switch that brand for the price increases. That

is why the AKCGD is not following the product concept.

The selling concept:

Many organizations follow the selling concept, which holds that consumers will not buy enough

of the organizations products unless it undertakes a large scale selling and promotion effort. The

concept is typically practiced with UN sought goods, those that buyers do not normally think of

buying such as encyclopedias or insurance. These industries must excel at tracking down prospects

and selling them on products benefits.


Management must be good at tracking down prospects and selling them on product benefits.

Assumption

This concept assumes that consumers typically show buying inertia orresistance and must be

coaxes into buying.

Limitation

Marketing based on hard selling carries high risks. It assumes that customers who are coaxed into

buying a product will like it and if they do not they will not bad mouth it or complain to consumer

organizations and well forget their disappointment and buy it again. AKCGD is adopting this type

of selling concept strictly.

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Marketing concept:

The concept holds that achieving organizational goals depends on determining the needs and wants

of target markets and creating, delivering and communicating the desired satisfactions or customer

value to its chosen target markets more effectively and efficiently than competitors do.

Management obligation

Management is responsible for selecting target market, understanding needs and integrating

marketing activities and making profit through customer satisfaction. The key risk is to attract

customer and retain them.

Assumption

This concept assumes that consumers will buy the product again if they are satisfied. In this case

satisfied customers work as an advocate.

Limitation

Understanding customer needs and wants is not always simple. In the course of converting to a

marketing orientation, a company faces three barriers (1) Organized resistance (2) Slow learning

(3) Fast forgetting. AKCGD is also following this type of marketing concept as well.

Societal marketing concept:

The idea that the organization determine the needs, wants and interests of target markets and

deliver the desired satisfactions more effectively and efficiently than do competitors in a way

that maintains or improves the customer’s and society’s well-being.


Managers must concern to build social and ethical considerations into their marketing practices.

They must balance and juggle the often conflicting criteria of company profits, consumer want

satisfaction and public interest.

Assumption

It assumes that this concept might be an opportunity to enhance theircorporate reputation, raises

brand awareness, increase customer loyalty, build sales and increase press coverage. It is also

assumed that customers will increasingly look for signs of good corporate citizenship that go

beyond supplying rational and emotional benefits.

Limitation

Sometimes it is costly but ultimately strengthens consumer confidence and loyalty. AKCGD is not

actually following this type of marketing concept, because Bangladesh government has restricted

smoking advertising in public since March 2005.

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Customer concept

The idea that consumers will favor product that are designed according to their

requirement is called customer concept. A growing number of today’s companies are now

shaping separate offers; service and message to individual customers. These companies collect

information on each customers past transaction, demographics and psychographics and media and

distribution preferences.


Management’s task is collecting information on each customer’s preferences and they are

responsible for producing separate offers, services and messages to individual customers as per

requirements.

Assumption

This concept assumes that consumers like to get product according to their own choice.

Limitation

It is applied to overcome segmentation problem as each person has different identity.

3.7 Marketing mix & marketing strategy

A sales person involves an individual acting for AKCGD by performing one or more of the

following activities:

1. Prospecting

2. Communicating

3. Servicing

4. Information gathering

The term sales person covers a wide spectrum of positions from;

i) Order Taking

ii) Commodity Delivering

Page | 22



3.8 The Role of the Sales Force Personal selling is effective because salespeople can;

1. Probe customer to learn more about their problems

2. Adjust the marketing offer to fit the special needs of each customer

3. Negotiate terms of sale

4. Build long term relationship with the key decision makers

3.9 Managing the Sales force

1. Designing the sales force strategy and structure

2. Recruiting and selecting sales people

3. Training Salespeople

4. Compensating Salespeople

5. Supervising Salespeople

6. Evaluating Salespeople

3.10 Training Salespeople

The average sales training program lasts for one months and has the following goals:

1. Help Salespeople know and identify with the company

2. Learn how the product work

3. Learn the price of the product

4. Learn competitive brands price

5. Learn competitor’s benefits about the particular brands

6. Learn about competitors and customers characteristics

7. Learn how to make effective presentations

8. Understand field procedures and responsibilities

Page | 23



3.11 Compensating Sales people Sales force compensation plans adopted by the AKCGD both motivate sales people and direct

their activities.

1. Salary

2. Bonus

3. Commission

4. Benefits

3.12 Supervising Salespeople

1. Identify customer targets and set call norms

2. Develop prospect target

3. Use sales time efficiently

4. Annual call schedule

5. Time and duty analysis

6. Sales force automation

Motivating Sales People Company also adopt the following:

i) Organizational climate

ii) Sales quotas / Target

iii) Positive incentives

iv) Honor

v) Awards

vi) Merchandise/cash

vii) Trips

3.13 Evaluating Salespeople

1. Monthly sales target and daily sales target compare

2. Daily Sales reporting

3. Work plan

Page | 24



3.14 Nine steps of sales call

Nine step of call is very effective for salesmen and as well as employee of AKCGD. With the help

of these steps a salesman done his job in a good manner and he accomplishes his work within time.

These steps are:

Preparation:

In this first step a salesman should check the stock, which is required in market. In the morning

he should be neat & clean if he feels any deficiency, he should be control this deficiency. He should

check the van and he should have the cash memo and ballpoint. All the point also be checked by

the TSO too.

Approach:

Complete the passage from distributor to shop and when reach in shop he must understand the

behavior of shopkeeper. According to the behavior of the retailers, the SR approach in accordance

with the situation.

Stock check:

SR of AKCGD check all brands are available in the shop and if any brand is short then he should

complete the stock and give the stock to shopkeeper according to its sale volume.

Presentation:

If SR has any information about any brand of AKCGD, he should give to shopkeeper and if

AKCGD offers any scheme and promotion, the responsibility of SR is to give all these information

to shop keeper.

Preparation

Approach

Stock Check Presentation

Closing

In Store Marketing &

Marchandising

Consumer Contact

Administration

Evaluation

Page | 25



Closing:

Give maximum material to shopkeeper. Check cash memo and at the end, close all written

work.A Sales Representative cannot act on nine step of call, because lack of education a Sales

Representative faces a lot of problems. I saw shop keepers were very angry with Sales

Representative. They demand shirts, Caps, wall clocks and other such incentives. So Sales

Representative also faces these types of problems.

In store marketing & merchandising:

If AKCGD gives promotion to any shopkeeper, Salesman should check thedisplay of all brands,

arrangement of all brands. The place where thesepromotional activities exist, should be neat

& clean.

Consumer contact:

This step is most important for salesmen and sales promoters as well. In which we convert the

smoker to AKCGD brand if he use any other brand. In this step SR convince the customer to

use the brand of AKCGD.

Administration:

Administer to all activities like cash memo, DSD etc. All the SR has to report every day in daily

cash memo. SR also has to perform administrative job during field work.

Evaluation:

Sales Representatives always do evaluation of self-analysis during whole day

and if any deficiencies occur note them and control in the next tour. An ordinary SR try to

maintain the nine steps of sales call process. A sales cannot act on nine step of call because lack

of education a sales man faces a lot of problems. I saw shopkeepers were very angry with salesman.

They demand shirts, liters, wall clocks and other such incentives. So salesman also faces these

types of problems.

Page | 26



4.1 Territory Management: The definition of territory management describes a process that helps inside sales reps by defining

geographical sales territories based on market factors and customer intelligence data. Territory

management software is often used to enhance strategic insight by calculating the financial impact

of various territorial configurations. Some key benefits of territory management are that reps can

be utilized more effectively, companies can do a better job of balancing sales territories equitably

and territorial assignments can be automated and resources can be utilized to their optimal revenue-

driving effect.

Data Interpretation:

Comilla Territory consists of 1 Territory sales officer, No sales In-charge, 8 Sales representative

and 6 Cycle man.

Territory Sales officer

(TSO)

Sales representative

(SR)

Cycle Man

(CM)

Sales In-charge

(SI)

Page | 27



4.2 Activities of TSO

A TSO officer activities of daily, weekly, monthly sales working & different administration

working AKCGD of Sales Department. To check up the sales memo of every outlet. To make it

confirm about the product availability and visibility. To make it confirm that whether the

shopkeepers informed about the promotional activities. To make sure that whether the SR and

DSR can deliver their services properly or not. According to the company’s roles to solve the

problem about the sales return product. To handling about the complaint from the shopkeepers.

4.3 Daily routing work of TSO

Morning session:

i) To reach the distribution point within 8 a.m.

ii) To sign on an attendance and movement register book.

iii) To check up manpower set up and logistics supports.

iv) To checkup the all branded product and its SKU wise product in stock room.

v) To do briefing towards SR, DSR about the daily target and focus brand product.

vi) To make realize to the SR about the trade margin and promotional activities.

vii) To maintain the official works.

viii) To move out from the distribution point for the market within 9 a.m.

Afternoon Session:

i) To collect information form the market.

ii) To give the time to the traders.

iii) To show the SR that how to increase the SKU wise product order.

iv) To show the SR that how to maintain the SMART cell system.

v) To confirm that whether all the SR and DSR working effectively in the market.

vi) To take the information from the SR and DSR about their ongoing working activities.

Evening Session:

i) To make it sure about SR call and DSR delivery.

ii) To make sales report of sold product of that day and it product wise and SKU wise.

iii) To send the sales report and data the RSO.

iv) To prepare demand sheet for the next working day.

Page | 28



4.4 Daily Action (DA)-20

1. Attachment with CM

2. Come to Office

3. Morning Session

4. Follow Tour Plan

5. DB Stock Monitoring

6. Target of the Day

7. Order of the Day

8. Field work Beginning & Closing Miss Call

9. Outlet Visit

10. Information of Competitor

11. Build ICR

12. Information of Competitor

13. Meet with Team in the Outlet

14. Return from outlet Visit

15. Evening Session

16. Sales of the Day

17. Prepare & Check Daily Documents

18. SMS Record in Register

19. Evening Adda

20. Leave from Office

Page | 29



4.5 Daily check list of TSO

i) Ensure Timely morning session with SR at distribution point.

ii) Market visit as per route chart.

iii) D.O. planning.

iv) Market Sales analysis of distributors (slow moving items).

v) Today and to-data target and achievement analysis.

vi) Market findings on:

a. Outlet coverage

b. Product availability

c. Merchandising

d. Service of SR and distribution

e. Sales Promotion Programs

vii) Market Development Report:

a. New Potential Outlet Report

b. Competitors Activities

c. Logistic & Supply Promotion

4.6 Weekly check list of TSO

i) Weekly D O lifting and Target Achieved analysis and Explain.

ii) Weekly market sales and Target Achieved analysis and Explain.

iii) Weekly D O lifting, market sales and Target Achieved analysis and Explain to RSO.

4.7 Monthly check list of TSO

i) Monthly sales Goal lifting Target Achieved analysis and Explain.

ii) Target market sales analysis.

iii) Monthly sales and stock statement prepared.

iv) Monthly meeting prepared check list.

Page | 30



4.8 Documentation maintenance of TSO

1. Staff Attendance Register

2. Movement Register

3. Outlet List File

4. Route Chart/Plan

5. Territory Map

6. Advice Register

7. Complain Register

8. Daily Sales Statement (DSS)

9. Productivity Report File

10. Monthly Sales Statement

11. Daily Information File

12. Target Vs. Sales Statement File

13. Tour Program File

14. Salary & TA/DA File

15. Personal File (Company Employee)

16. Meeting Minutes File

17. Competitors Information File

18. Office Order File (Incoming & Outgoing)

19. Price & Promotion File

20. Format File

21. Income Statement File of Distributor

22. Damage or Market Return Statement File

23. CM Operation File

24. Growth Analysis File

25. Brand wise Market Share File

26. Product wise Growth

27. Trade Commission File

28. SR wise Growth File

29. Territory Meeting & Training File

30. Manpower wise Monthly Target Achievement File

31. SMS Register

32. 3D (Daily Discussion & Decision) File

Page | 31



4.9 Documentation maintenance of Distributor

1. Staff Attendance Register

2. Sales Register

3. Company Ledger

4. Bill Register

5. Invoice File

6. Money Receipt (MR) File

7. DSS File

8. Office Order File

9. Personal File (Distributor Employee)

10. Price & Promotion File

11. Income Statement File

Page | 32



5.1 Route wise monthly Sales Statement ( According to MIS)

March-2016

(1) (2) (3)

SR Name Route

Name

Sweetened

Condensed Milk

Full Cream Milk

Powder

Tea

Sales

Volume

(ctn)

Sales Value Sales

Volume

(kg)

Sales Value Sales

Volume

(kg)

Sales Value

Md.Saiful islam Bibir

Bazar

6.35 14640.000 95.00 48200.000 67.10 20120.000

Housing 13.25 30528.000 211.00 106080.000 200.90 62135.000

Total 19.60 45168.000 306.00 154280.000 268.00 82255.000

Md.Jewel Taripotty 52.54 116979.000 1098.45 502449.000 581.80 177409.000

Chawk

Bazar

34.13 75204.000 841.40 377893.000 286.90 93721.000

New

Market

48.50 109260.000 1315.35 610215.000 589.30 177701.000

Total 135.17 301443.000 3255.20 1490557.00 1458.00 448831.000

Md. Khorshed

Alam

Nondir

Bazar

27.60 60284.000 438.55 213120.500 492.00 167254.000

Sobopur 16.67 36283.000 262.00 117653.000 262.00 77290.000

Munsir

Bazar

28.10 60169.000 482.10 205616.000 595.90 175007.000

Total 72.38 156736.000 1182.65 536389.500 1349.90 419551.000

Md.Kamruzzama

n

Fozdary 17.38 38832.000 234.40 106820.000 177.00 59005.000

Burichong 45.27 98820.000 607.65 269504.000 564.30 171091.000

Dhandol 54.42 117930.000 470.70 220873.000 628.40 220740.000

Total 117.06 255582.000 1312.75 597197.000 1369.70 450836.000

Md. Rashedul

Hossain

Dormapur 39.02 84209.000 1408.80 666469.000 786.60 258150.000

Ranir

Bazar

22.29 48485.000 1237.75 551859.000 221.10 63815.000

Badsha

Miar Bazar

10.81 23580.000 246.10 122477.000 1121.90 317950.000

Total 72.13 156274.000 2892.65 1340805.00 2129.60 639915.000

Md. Ashiqur

Rahman

Rajgonj-1 31.75 69297.000 2042.30 917697.500 710.50 229281.000

Taltola 77.06 166083.000 2396.75 1080149.10 1283.81 389257.750

Rajgonj-2 29.00 64113.000 1411.10 647261.500 638.30 189145.000

Total 137.81 299493.000 5850.15 2645108.10 2632.61 807683.750

Md.Masud Alam Courtbari 51.13 113922.000 1323.70 599906.000 823.50 262015.000

B.Para 73.25 162864.000 1906.45 825638.500 1617.00 507158.000

Cantonme

nt

33.50 74952.000 517.73 239697.750 584.50 175650.000

Total 157.88 351738.000 3747.88 1665242.25 3025.00 944823.000

Md. Sujon

Ahmed

Jangaliya 78.56 176217.000 247.10 77359.000

Total 78.56 176217.000 247.10 77359.000

Md.

Momtaz Uddin

Jangaliya 82.33 184518.000 245.50 72438.000

Total 82.33 184518.000 245.50 72438.000

Md. Foqrul Islam Cantonme

nt-1

77.13 172764.000 211.00 59450.000

Total 77.13 172764.000 211.00 59450.000

Md. Sohel Uddin Poduar

Bazar

4.60 10608.000 60.00 27960.000 24.00 15600.000

Biyo Pur 103.00 228060.000 2476.15 1108679.25 1628.30 507670.000

Sosidol 96.13 213426.000 1786.75 834331.000 1187.80 357954.000

Page | 33



Total 203.73 452094.000 4322.90 1970970.25 2840.10 881224.000

Md.Abdul korim EPZ 32.00 69120.000 640.00 294400.000 318.00 92000.000

Total 32.00 69120.000 640.00 294400.000 318.00 92000.000

Md. Sumon Miah Fozdary-1 76.13 170766.000 212.00 60404.000

Total 76.13 170766.000 212.00 60404.000

Md. Ariful Islam Ranir

Bazar-1

76.38 171138.000 218.50 62290.000

Total 76.38 171138.000 218.50 62290.000

Md. Kawser

Hossain

Munsir

Bazar

79.63 178371.000 242.20 71578.000

Total 79.63 178371.000 242.20 71578.000

Total 1500.85 3327374.000 23510.18 10694949.10 17010.11 5242497.75

(4) (5) (6) SR Name Route

Name Beverage Snacks Candy

Sales Volume (ctn)

Sales Value Sales Volume (kg)

Sales Value

Sales Volume (kg)

Sales Value

Md.Saiful islam Bibir Bazar 3.17 1938.000 4.96 992.000 3.00 840.000 Housing 10.38 6450.000 16.64 3088.000 7.50 2100.000 Total 13.54 8388.000 21.60 4080.000 10.50 2940.000

Md.Jewel Taripotty 33.49 20687.500 68.25 9661.500 59.00 16520.000 Chawk Bazar 16.28 10037.000 48.82 7259.000 27.00 7560.000 New Market 28.01 17244.500 79.09 11859.000 53.50 14980.000 Total 77.78 47969.000 196.16 28779.500 139.50 39060.000

Md. Khorshed Alam Nondir Bazar 29.11 18037.000 167.72 22830.000 21.00 5880.000 Sobopur 15.18 9340.000 23.42 4283.000 21.00 5880.000 Munsir Bazar 44.67 27625.000 27.16 4874.000 19.00 5320.000 Total 88.96 55002.000 218.30 31987.000 61.00 17080.000

Md.Kamruzzaman Fozdary 10.39 6488.000 42.85 6527.500 24.00 6720.000 Burichong 26.76 17307.000 68.04 10173.500 42.50 11900.000 Dhandol 27.10 17071.000 75.68 9992.000 23.00 6440.000 Total 64.24 40866.000 186.57 26693.000 89.50 25060.000

Md. Rashedul Hossain

Dormapur 76.07 46651.000 74.90 10122.000 41.50 11620.000 Ranir Bazar 26.24 16621.000 54.47 7677.500 37.00 10360.000 Badsha Miar Bazar

59.74 38896.000 18.66 2712.000 14.50 4060.000

Total 162.04 102168.000 148.03 20511.500 93.00 26040.000 Md. Ashiqur Rahman

Rajgonj-1 33.33 20620.000 73.45 11557.500 50.00 14000.000 Taltola 70.40 43724.000 107.24 16295.000 59.00 16520.000 Rajgonj-2 21.38 13394.500 99.99 15822.000 41.00 11480.000 Total 125.11 77738.500 280.68 43674.500 150.00 42000.000

Md.Masud Alam Courtbari 46.22 28609.000 144.18 24012.000 68.50 19180.000 B.Para 62.40 38377.500 92.03 13817.500 69.00 19320.000 Cantonment 23.89 14761.500 68.47 11812.000 54.00 15120.000 Total 132.51 81748.000 304.68 49641.500 191.50 53620.000

Md. Sujon Ahmed Jangaliya 5.50 3558.000 15.55 2179.000 17.50 4900.000 Total 5.50 3558.000 15.55 2179.000 17.50 4900.000

Page | 34



Md. Momtaz Uddin Jangaliya 6.96 4537.000 16.25 2445.000 19.00 5320.000 Total 6.96 4537.000 16.25 2445.000 19.00 5320.000

Md. Foqrul Islam Cantonment-1 1.50 936.000 1.75 225.000 15.00 4200.000 Total 1.50 936.000 1.75 225.000 15.00 4200.000

Md. Sohel Uddin Poduar Bazar 5.17 3162.000 14.40 1960.000 3.00 840.000 Biyo Pur 88.83 54833.000 142.17 21260.000 57.00 15960.000 Sosidol 63.71 39862.000 203.35 29426.000 67.50 18900.000 Total 157.71 97857.000 359.92 52646.000 127.50 35700.000

Md.Abdul korim EPZ Total

Md. Sumon Miah Fozdary-1 1.50 1026.000 1.75 225.000 16.50 4620.000 Total 1.50 1026.000 1.75 225.000 16.50 4620.000

Md. Ariful Islam Ranir Bazar-1 2.50 1686.000 13.95 1902.500 16.00 4480.000 Total 2.50 1686.000 13.95 1902.500 16.00 4480.000

Md. Kawser Hossain

Munsir Bazar 5.25 3636.000 17.05 2395.000 14.50 4060.000 Total 5.25 3636.000 17.05 2395.000 14.50 4060.000

Total 850.36 530667.500 1803.14 270227.50 977.00 273560.00

Page | 35



5.2 SKU Wise Growth Analysis

Month : March 2016 Distributor : Sabuz Enterprise Territory : Comilla Region : Comilla Division : Comilla

Products SKU Name

Yearly

Growth (%)

Monthly Growth (%)

Last Year This year Last M This M

2015 2016 16-Feb 16-Mar

Starship Condensed Milk (Ctn) 6557 5600 -15.00% 1900 2100 11.00%

Starship FCMP

Starship 500 Gm (KG) 1095 1099 36.00% 375 302 -19.00%

Starship 400 Gm (KG)

Starship 75 Gm (KG)

Starship 25 Gm (KG)

Total 1095 1099 375 302

Marks FCMP

Marks 2000 Gm (KG) 7190 8132 13.00% 2910 2330 -20.00%

Marks 1000 Gm (KG) 4891 4251 -13.00% 1519 1577 4.00%

Marks 500 Gm (KG) 21826 24041 10.00% 8031 8505 6.00%

Marks 250 Gm (KG) 5114 4214 -18.00% 1300 1326 2.00%

Marks 200 Gm (KG) 2398 2657 11.00% 1063 879 -17.00%

Marks 100 Gm (KG) 1883 1745 -7.00% 583 371 -36.00%

Marks 75 Gm (KG) 2469 2600 5.00% 743 1232 66.00%

Marks 25 Gm (KG) 4433 3336 -25.00% 1111 758 -32.00%

Marks Tin 1Kg (KG) 18 36 100.00% 20 6 -70.00%

Marks 400 gm (KG) 8519 7473 -12.00% 1714 2834 65.00%

Marks 1kg Box (KG) 2915 6687 129.00% 2964 2353 -21.00%

Total 61656 65172 21958 22171

AMA FCMP

AMA 2000 Gm (KG) 2060 3664 78.00% 1324 280 -79.00%

AMA 1000 Gm (KG) 3146 3721 18.00% 1507 1108 -26.00%

AMA 500 GM (KG) 5613 7259 29.00% 2199 3141 43.00%

AMA 250 Gm (KG) 6 6

AMA 75 Gm (KG) 2 2

AMA 25 Gm (KG)

Total 10819 14652 5030 4537

Total FCMP

Seylon Trade Pack

Seylon 500 Gm (KG) 46369 45252 -2.00% 14221 15883 12.00%

Seylon 250 Gm (KG) 451 351 -22.00% 153 58 -62.00%

Seylon CD 250 Gm (KG)

Seylon CD 500 Gm (KG)

Seylon 1000 Gm (KG) 728 1045 44.00% 565 300 -47.00%

Seylon RD 500gm (KG)

Seylon BOP 500 gm (KG)

5766 4485 -22.00% 2119 1040 -51.00%

Seylon BOP 1kg (KG)

Starship .S Tea 500 gm(KG)

169 40 129 223.00%

Total 53314 51302 17098 17410

Page | 36



Seylon Gold (CP)

Seylon 100 Gm (KG) 1175 751 -36.00% 261 149 -43.00%

Seylon 50 Gm (KG) 1124 1189 6.00% 443 511 15.00%

Seylon 10 Gm (KG) 844 546 -35.00% 253 83 67.00%

Seylon 400 Gm (KG) 154 138 16 -88.00%

Seylon 200 Gm (KG) 1110 942 -15.00% 431 341 -20.00%

Tea Bag (DC)100 gm (KG) 2806 3777 35.00% 1377 1500 9.00%

Total 7059 7359 2903 2600

Tea Total

Products SKUName

Yearly

Growth (%)

Monthly Growth (%) Last Year This year Last M This

M

2015 2016 16-Feb 16-Mar

Starship

Chocolate Milk 200ml(Ctn)

23 35 52.00% 18 8 -56.00%

Chocolate Milk 125ml(Ctn)

Total

Starship Juice

Mango Juice 250ml (Ctn) 401 258 -36.00% 66 77 17.00%

Mango Juice200 ml (Ctn) 1253 968 -23.00% 321 432 25.00%

Mango Fruity 125 ml (Ctn) 57 35 -39.00% 18 3 -83.00%

Real Fruity 250 Ml(Ctn)

Total

Shaad Orange Drink 170 ml(Ctn) 12 3 -75.00% 1 2 100.00%

Litchi Drink 170 ml (Ctn) 107 556 420.00% 78 478 513.00%

Total 1853 1855 502 1000

Beverage

Chanachur

Classic-350 gm 7433 7227 -3.00% 3733 1014 -73.00%

Classic-150 gm 474 202 -57.00% 120

Classic-50 gm

Classic-20 gm

Kurmure Fire & Ice 350gm 2286 1393 -39.00% 324 280 -14.00%

Kurmure Fire & Ice 150gm 1853 2204 19.00% 1080 430 -60.00%

Kurmure Fire & Ice 50gm 844 1092 29.00% 700 192 -73.00%

Kurmure Fire & Ice 20gm 160 40 -75.00%

Kurmure Green Peas 25 Gm

68 5 -93.00% 4 2 -50.00%

Shaad Dal Bhaja 30 Gm 6 111 1750.00% 24 82 242.00%

Total 13124 12274 5985 2000

Snacks

Kids Candy

Caramel jar(200) (KG) 39 19 -51.00% 10

Caramel Pouch(50) (KG)

Pineapple Pouch 50 (KG)

Orange jar(200) (KG) 379 110 269 145.00%

Orange Pouch50 (KG)

Mango- jar(200) (KG) 667 737 10.00% 278 232 -17.00%

Mango Pouch(50) (KG) 47 7 -85.00% 6

Milk 200 jar (KG) 793 785 -1.00% 230 248 8.00%

Page | 37



Milk Pouch 50 (KG) 4 4

Pineapple -Jar200 (KG) 180 177 -2.00% 60 117 95.00%

Pineapple Pouch 50 (KG)

Litchi 200jar (KG) 966 834 -13.00% 300 238 -21.00%

Litchi Pouch 50 (KG)

Tamarind 200 Jar (KG) 193 146 -24.00% 23 63 174.00%

Tetul Pouch50 (KG)

Total 2885 3088 1021 1167

Candy Total

Page | 38



5.3 Brand wise market share analysis (Own & Competitors)

Condensed Milk:

Brand Market

coverage

(ctn)

Market

size

(ctn)

Starship 1500

7000

Danish 4000

Fresh 200

No:1 1200

Goalini 100

Total 7000

Table: Condensed milk market share (Own & competitors)

Graphical Presentation:


On the basis of 200 outlet (Wholesale, Retail, Hotel and Tea Stall) we found that Market size of

condensed is Approx. 7000 ctn. Danish is the market leader of condensed milk in Comilla

Territory.

0

500

1000

1500

2000

2500

3000

3500

4000

4500

Starship Danish Fresh No:1 Goalini

1500

4000

200

1200

100

Condensed Milk Market Share

Page | 39



Powder Milk:

Brand Market

coverage

(Ton)

Market

size

(Ton)

Marks 26.5

45

Dano 3.5

Danish 1.5

Diploma 1

Nido 0.5

Fresh 3

Pure 3.5

Firmland 0.5

Others 5

Total 45

Table: Powder milk market share (Own & Competitors)




Powder milk is Approx. 45 Ton. Marks is the market leader of Powder milk in Comilla Territory.

0

5

10

15

20

25

30 26.5

3.51.5 1 0.5

3 3.50.5

5

Powder Milk Market Share

Page | 40



Tea:

Brand Market

coverage

(Ton)

Market

size

(Ton)

Seylon 20

35

Ispahani 6

Taza 0.5

HRC 1.2

Danish 1

No:1 1

Finlay 0.5

Others 4.8

Total 35

Table: Tea Market Share (Own & Competitors)




Tea is Approx. 35 Ton. Seylon is the market leader of Tea in Comilla Territory.

0

5

10

15

20

Seylon Ispahani Taza HRC Danish NO:1 Finlay Others

20

6

0.5 1.2 1 1 0.5

4.8

Tea Market Share

Page | 41



Beverage:

Brand Market

Coverage

(ctn)

Market

Size

(ctn)

Pran 1500

3000

Shejan 300

Shaad 700

Danish 200

Acme 100

Others 200

Total 3000

Table: Beverage Market Share (Own & Competitors)


Data interpretation:

On the basis of 200 outlet (Wholesale, Retail, Hotel and Tea Stall) we found that Market size

Beverage is Approx. 3000 ctn. Pran is the market leader of Beverage in Comilla Territory.

0

200

400

600

800

1000

1200

1400

1600

Pran Shejan Shaad Danish Acme Others

1500

300

700

200 100 2005

Beverage Market Share

Page | 42



Snacks:

Brand Market

Coverage

(Ton)

Market

Size

(Ton)

Shaad 3.8

17

Bombai 6

Ruchi 2

BD 1

Pran 1.5

Others 2.7

Total 17

Table: Snacks Market Share (Own & Competitors)




Snacks is Approx. 17 Ton. Bombai is the market leader of Snacks in Comilla Territory.

0

1

2

3

4

5

6

Shaad Bombai Ruchi BD Pran Others

3.8

6

2

11.5

2.7

Snacks Market Share

Page | 43



Candy:

Brand Market

Coverage

(Ton)

Market

Size

(Ton)

kids 0.9

4.5

Danish 0.7

Pran 2

Alpine 0.2

Olympic 0.2

Others 0.5

Total 4.5

Table: Candy Market Share (Own & Competitors)



On the basis of 200 outlet (Wholesale, Retail, Tea Stall) we found that Market size of Candy is

Approx. 4.5 Ton. Pran is the market leader of Candy in Comilla Territory.

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

Kids Danish Pran Alpine Olympic Others

0.90.7

2

0.2 0.20.5

Candy Market Share

Page | 44



Tea Bag:

Brand Market

Coverage

(kg)

Market

Size

(kg)

Seylon 800

1550

Ispahani 500

Taza 100

Finlay 100

Tatly 50

Total 1550

Table: Tea Bag Market Share (Own & Competitors)


Data interpretation:

On the basis of 200 outlet (Wholesale, Retail, Hotel, Tea Stall) we found that Market size of Tea

bag is Approx. 1550 kg. Seylon is the market leader of Tea bag in Comilla Territory.

0

100

200

300

400

500

600

700

800

900

Seylon Ispahani Taza Finlay Tatly

800

500

100 100 50

Tea Bag Market Share

Page | 45



6.1 Product Analysis with SWOT

SWOT Analysis is an important tool for evaluating the company’s Strengths, Weaknesses,

Opportunities and Threats. It helps the organization to identify how to evaluate its performance

and can scan the macro environment, which in turn would help the organization to navigate in the

Turbulence Ocean of competition. SWOT analysis is commonly used in marketing and business

in general as a method of identifying opposition for a new venture or strategy. Short for Strengths,

Weaknesses, Opportunities and Threats, this allows professionals to identify all of the positive and

negative elements that may affect any new proposed existing actions. Product analysis with SWOT

of AKCGD is given below:

Condensed Milk:

Strengths

1. Reasonable price in compare to

competitor.

2. Highest sales volume in Comilla

Division.

3. Superior Customer loyalty.

4. Wide Geographic coverage.

Weaknesses

1. Question about product quality

2. Lack of promotion

3. Thinner than competitors.

Opportunities

1. Opportunities of having vast market

coverage.

2. Increase customer loyalty by

improving product quality.

3. New customer can be attracted by

introducing new promotional

activities.

Threats

1. Due to Competitors aggressive

scheme the market is downward.

2. Threat of new entry.

3. A shift in buyer needs and tastes.

Page | 46



Powder Milk:

Strengths

1) Strong brand image.

2) Highest sales volume than competitor.

3) Large number of loyal customer.

4) Superior product quality.

5) Availability of SKU.

Weaknesses

1) Sometimes mixing problems with

water, curd and cheese.

2) Less attractive packaging

(Starship, AMA).

Opportunities

1) Market share can be increased by using

strong brand image.

2) Opportunity of creating more foreign

market.

3) Launching product variation.

Threats

1) The competitor’s aggressive price and

promotion strategy.

2) Arising new entry

Tea:

Strengths

1) Premier color & test quality.

2) Available Product SKU commercial &

consumer customer.

3) Customer loyalty.

Weaknesses

1) High price than competitor.

2) Sometimes leaker do not spread

properly.

Opportunities

1) Opportunity for creating more customer

base.

2) Launching new category of tea such as

Green tea, tulshi tea, Zinger tea.

Threats

1) Shift in consumer test & preference.

2) Competitor’s new research and

development.

Page | 47



Beverage:

Strengths

1) Reasonable price than competitor.

2) Attractive promotion.

Weaknesses

1) Product quality.

2) Less loyal customer.

Opportunities

1) Opportunity of increasing product

quality.

2) Loyal customer to improve market

coverage.

3) Opportunity to improve packaging.

4) Launching new product line such as

mineral water, lussi etc.

Threats

1) Existing market competition.

2) New product line of competitor.

Snacks:

Strengths

1) Low price.

2) Product variation.

Weaknesses

1) Product quality

2) Less loyal customer.

3) Small market coverage.

Opportunities

1) Introducing seasonal product.

2) Product wise Market segmentation.

Threats

1) Shift in customer taste and preference.

2) Competitor’s promotion.

Page | 48



Candy:

Strengths

1) Customer oriented price and promotion.

2) Various flavor.

Weaknesses

1) Less market coverage.

2) Lack of loyal customer.

Opportunities

1) To enhance market coverage.

2) Possibility of achieving loyal customer.

3) Increasing product line.

Threats

1) Market competition.

2) Product quality.

Page | 49



6.2 SWOT Analysis of distribution management of distributor point

The management of resource and processes used to deliver a product from a production location

to the point of sale, including the storage at warehousing locating or delivery to retail distribution

points. Distribution management also includes determination of optimal quantities of product for

delivery to particular warehouses or points sale in order to achieve the most efficient delivery to

customers.

SWOT Analysis of Comilla territory’s distribution point is given below:

Strengths:

1) Product availability.

2) Coverage of wholesale and retail market.

3) Good relationship with company management (TSO, RSO, DMO).

4) Locational advantage.

Weaknesses:

1) Lack of sufficient manpower and vehicles.

2) Improper delivery system

3) Record keeping system is not updated.

Opportunity:

1) Possibility of new market coverage.

2) Increase more profitability by using brand image and new strategy.

Threat:

1) Lack of efficient manpower.

2) Warehouse environment is not conducive to stock.

Page | 50



7.1 Findings

Lack of potential market:

The market coverage of retailers of AKCGD is good enough but there is a scope to enhance the

potential market of retails, especially in rough and critical communication place. In remote places

distribution coverage of retailers is not standard level.

Insufficient delivery equipment:

The delivery equipment such as Van, pick up, Cycle is not up to the requirement.

Line per call is not satisfactory:

In the distribution system LPC is very significant but LPC of the SR is not standard in most of the

day. As a result competitor will get the chance entrance and acceptance into the outlet.

Low frequency of order:

In compare to market size frequency of order is low.

Lack of attractive promotion:

The competitors are coming with more aggressive promotional activities but the AKCGD is

lagging behind in this regard. Promotional program should be closely monitored and controlled.

Sometimes promotion is misinterpreted by the SR, DSR which is very harmful for company image.

External entrance:

Sometimes external territory’s product enter into the market, which hindrance the sales volume

and growth the concern territory.

Merchandising Problem:

Product are not properly displayed in the outlet and this not also monitored by SR.

Page | 51



7.2 Recommendation

Among the fast moving consumer goods company AKCGD is one of the prominent native

company which has several product line and many more come in future. So in term of consumer

perception and positioning they should make in mind the following recommendation:

1) AKCGD in Comilla needs to increase the efficiency of Consumer Contact in a more planned

way.

2) In the weak belts in respect of less volume share AKCGD can increase the

Market Share by improving the Consumer Contact with the help of Competent Workforce.

3) Warehouses in Comilla are overloaded. So, AKCGD needs more capacity based warehouses.

4) AKCGD needs more improvement in Merchandising Maintenance System.

5) Sales force should be more trained up and proactive to capture the market of Consumer goods.

6) Product availability should be maintained by the company.

7) Production should be as per demand of the customer.

8) It is recommended that certain promotional activities to be undertaken in order to effective the

program like face to face discussion, free samples, incentives providing etc.

9) It is recommended that AKCGD should arrange for training program of all the employee, sales

personnel and executives.

10) The concerned sales & marketing Officer should occasionally visit the remote markets to

encourage the SR.

11) As a big Target Market, AKCGD is ignoring the Rural Areas in Area of TSO, which should

be considered.

12) Sales Representatives are the earning hand of any Organization. But the percentage of the

commissions or salary of Salesmen is less.

13) Authority should pay more attention on promotional tools.

14) Authority should adopt performance appraisal system.

Page | 52



7.3 Conclusion

We should study personal selling because we all use selling techniques. If we want to work in

business, we need to know about selling because sales people play a vital role in business activities.

We might become a salesperson. Selling jobs are inherently interesting because of the variety of

people encountered and activities undertaken. In addition, selling offers opportunities for

financial rewards and promotions. Salespeople engage in a wide range of activities, including

information on products & services to customers and employees within their firms.

Most of us are not aware of many of these activities because sales people we meet most frequently

in retail stores. However, the most exciting, rewarding and challenging sales positions involve

building partnerships: long-term, win–win relationships with customers. The specific duties and

responsibilities of salespeople depend on the type of selling position. However, most salespeople

engage in various tasks in addition to influencing customers. These tasks include managing

customer relations, serving as the account team manager for their firm, their relationship with

vendor and channel members, and providing information to their firm. Sales jobs can be classified

by the roles salespeople and their firms play in the channel of distribution. The nature of the selling

job is affected by whom sales people work for and whether they sell to manufacturers, distributors,

or retailers. Other factors affecting the nature of selling jobs are the customer’s relationship to the

salesperson’s firm, the salesperson’s duties, the importance of the buying decision to the customer,

where the selling occurs, the tangibility of the benefits considered by the customer, and the degree

to which the salesperson seeks a commitment from customers. After conducting this Report

successfully i found that AKCGD of Bangladesh can be able to create a significant position to our

economy. In conclusion i can strongly predict that AKCGD contains a great future ahead of it.

Page | 53



References

Articles

1 (Waterschoot & Den Bulte 1992, 83-84; Webster 2005, 4), 4 P model.

2. (Krohmer et al. 2002, 461; Kahn 1996, 141; Le Meunier-FitzHugh & Piercy 2007a, 214),

Effect of marketing and sales on business performance.

3. (Christoph spengler & Prof. Dr. Werner Wirth), Maximizing the impact of marketing and

sales activities.

4. (Homayoun Hatami, Kevin McLellan, Candace Lun Plotkin, and Patrick Schulze), six steps to

transform marketing and sales activities.

Books

1. Philip Kotler, Marketing Management, Eleventh edition, pp. 167-185.

2. Naresh Malhotra, Marketing Research, 5th Edition, pp. 58-71

3. C.R.Kothari (2011) “Research Methodology” 2nd edition fair corporation, Bangladesh. pp.

24-40.

Reports

1. Annual reports of AKG (2014-2015).

2. Circulars issued by the Head Office of AKCGD.

3. Different types of Brochures issued by Divisional office.

4. Territory top sheet.

Websites

1. www.abulkhairgroup.com

2. www.google.com

3. www.wikipedia.org

http://www.google.com/

http://www.wikipedia.org/